LONDON - Partners with Landor to harness collective power to change the world

Worldeka (www.worldeka.com), a social networking site and platform of collaboration for the greater good, officially launches this week. Worldeka founders, brother and sister entrepreneurs Charlie and Sophie Cox, partnered with Landor Associates, one of the world’s leading strategic brand consulting and design firms, to build a brand that would transform the way people think about, and engage with, social networking sites. Landor created the positioning, visual identity, and house style for the new brand.

Worldeka, which means one world in Sanskrit, is driven by the belief that together we can truly do anything and by connecting people, charities and organisations with common interests and passions, the world becomes smaller and far more can be achieved. Worldeka’s altruistic manifesto is bold and refreshing -harnessing the collective power of social media to change the world.

“We strongly believe that collectively people can accomplish anything, so we designed Worldeka to embolden the socially engaged, engender online revolution and spark offline change,” says Sophie Cox. “Worldeka is an active, optimistic, and inclusive platform so it was important to have this tone promoted through its design and communications.” Mike Staniford, Executive Creative Director of Landor’s Sydney office adds, “In developing the brand strategy with the Worldeka team, it became clear that Worldeka needed a revolutionary spirit if it was to inspire and motivate the actions of others and distinguish itself in an increasingly competitive social networking market. As a brand it needed to be bold, confident and uncompromising to reflect the attitude and passion of people and organisations who believe in harnessing a collective power for good.”

Landor shortened Worldeka to ‘WE’ as an identity, to embrace the concept of the brand and represent its collaborative nature. There is no one Worldeka identity; Worldeka’s identity system encourages multiple design executions by the community that engages with it, from the logo itself to the wider visual language. The visual style of the brand is loud and uncompromising, helping deliver Worldeka’s message by mirroring its voice and the revolutionary spirit that is making itself heard across the world.

While the platform has only been in development for a number of months and has received little promotion outside of word-of-mouth, Charlie Cox says Worldeka is already being embraced. “We’ve had almost 30,000 unique visitors from over 80 countries, which tells us that Worldeka’s premise is resonating. People realise that being part of a wider movement amplifies their message and is far more effective than trying to make an impact on their own. They’re interested in finding more ways to contribute, and tackling issues collectively makes sense.”

Worldeka’s spirit of revolution and confidence in the power of collaboration underpins everything it does as a brand. “In reducing the signature identity down from Worldeka to the abbreviated ‘WE,’ its collective nature is emphasised and a powerful narrative of messages begins to emerge, inspiring members to rally behind mantras like ‘Warriors Embracing,’ ‘Wireless Entrepreneurs,’ ‘Warranty Extended’ and ‘Welcome Enterprise.’ The many ‘WE’ logotypes deliberately attempt to prevent the brand from ’standing still’ amid global movement. The use of illustration has become the signature style of the brand, allowing its revolutionary spirit to be clearly expressed,” says Staniford.

Sophie Cox says people are also being creative in how they use the site, “Charities are creating dynamic public facing profiles to interact with and attract more members; they’re setting up projects and events and they’re working together. It’s exhilarating to see our tools making a difference whether it’s two small charities putting on an event in London, or ten charities coordinating relief in Africa. Individuals are also using Worldeka to connect with like-minded people, promote campaigns and interact with organisations they’re passionate about. Additionally we’re seeing people mentoring not-for-profits in areas like marketing and web development, starting polls and petitions and uploading all manner of social media - all in the name of bringing about positive change”.

Charities, volunteers, groups, businesses, and advocates wanting to join the Worldeka revolution should visit www.worldeka.com.

Sophie Cox +44-7885-326-876 sophie@worldeka.com Claire Crethar +61-404-055-705 claire.crethar@landor.com

Source: Worldeka

Sophie Cox, +44-7885-326-876, sophie at worldeka.com, or, Claire Crethar, +61-404-055-705, claire.crethar at landor.com, both for Worldeka